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This study investigates the different effects of the (mis)alignment between servitization strategies (i.e. product-oriented and customer-oriented services) and inter-organizational information technology (IT) capabilities (i.e. IT reconfiguration and integration) concerning the environmental performance of servitized manufacturing firms.

Using hierarchical regression analysis, this study examines the theoretical model based on multi-respondent survey data from 1,149 senior managers of 383 manufacturers in China.

Product-oriented services have a non-significant effect on environmental performance, whereas customer-oriented services exert a significantly positive effect. The alignment between product-oriented services and IT reconfiguration, and that between customer-oriented services and IT integration, improve environmental performance. In contrast, the misalignment between product-oriented services and IT integration, and that between customer-oriented services and IT reconfiguration, hurt environmental performance.

This study elucidates the different effects of the (mis)alignment between servitization strategies and inter-organizational IT capabilities on environmental performance. It also resolves the inconsistency regarding the implications of servitization on environmental performance.

This paper aims to analyze the impact of brand management system (BMS) practices on subjective and objective performance in both service- and product-oriented sectors.

Based on a “grounded-in-practice” approach to BMS, a comprehensive formative BMS scale is developed and its validity is assessed. The impact of BMS on subjective brand performance (i.e. predictive validity) and on objective financial performance is assessed. Data are collected from a sample of 298 brand managers and marketing directors in five business sectors (cosmetics, convenience goods, industry, bank/insurance and media) and from a financial database. Path analysis and multigroup analysis are performed to test mediating and moderating effects.

The results reveal that subjective brand performance (perceived brand performance) mediates the relationship between the BMS and objective financial performance of the firm and on each of the three BMS dimensions; and product-oriented (vs service-oriented) sector positively moderates the relationship between the BMS and subjective brand performance.

The paper offers insights into adapting brand management practices along all BMS dimensions to achieve better business performance and improve objective financial performance in product-oriented activities. It highlights the role of brand management implementation, as well as the role of brand management in hierarchical relationships, in improving performance in service activities.

The formative BMS scale offers a tool which can be used to improve strategic decisions and give practical guidance on product vs service sector specificities. The indirect impact of a BMS on financial objective performance reinforces the legitimacy of brand managers and marketing managers.

This paper shows the impact of the BMS on objective financial performance by using a “grounded-in-practice” BMS scale. It also affords explanation on sectoral effects of brand management practices and their consequences on subjective and objective performance.

As service companies are occupying an increasingly significant place as drivers of economic growth, there is a pressing need to understand their peculiarities in order to facilitate their effective management and governance. One important area in which this kind of understanding is lacking is intellectual capital (IC) and knowledge management. Although intellectual capital has become the key value driver for all types of organizations, there is a lack of systematic research on whether there are fundamental differences in the IC of service‐oriented versus product‐oriented companies. In an attempt to bridge this gap the paper aims to examine the main differences in IC stocks, creation, management and protection mechanisms between service‐oriented and product‐oriented companies.

The analysis is based on empirical evidence collected from 418 respondents representing HR and R&D functions in 335 Finnish companies.

The results demonstrate that service‐oriented companies possess more human capital and renewal capital, and focus more on IC creation than product‐oriented companies. In addition, IC protection is stronger in product‐oriented companies. As companies move towards a service orientation they need to change their approach to IC stocks and management, and in this acknowledging the differences between a service and a product orientation is the first step.

The results presented in this study shed new light on the differences between service‐oriented and product‐oriented companies in terms of the possession, management, creation and protection of intellectual capital.

Despite the potential influence of data analytics capability on servitization, the understanding of the underlying mechanisms of this influence remains unclear. This study aims to explore how data analytics capability affects servitization by examining the mediation effect of bricolage and the conditional role of innovation orientation.

This study employs the moderated mediation method to examine the proposed research model with archival data and multiple-respondent surveys from 1,206 top managers of 402 manufacturing firms in the Yangtze River Delta area in China.

Bricolage partially mediates the positive relationship between data analytics capability and servitization, and innovation orientation positively moderates this effect.

Manufacturers can leverage bricolage to materialize data analytics capability for servitization. Manufacturers should also pursue an innovation orientation to fully glean the benefits of bricolage in transforming data analytics capability into servitization.

This study opens the black box of how data analytics capability affects servitization by revealing the underlying mechanism of bricolage and the boundary condition role of innovation orientation for this mechanism. It offers valuable insights for practitioners to leverage data analytics to improve servitization through developing bricolage and cultivating a culture of innovation orientation.

This paper aims to empirically explore the evolution of servitization and how platforms affect the transition between the stages of servitization.

The authors conducted an in-depth case study of a Chinese manufacturer (i.e. Haier) using a longitudinal design. Three rounds of data collection were conducted between 2014 and 2020. The authors carried out 50 semi-structured interviews and 11 workshops to collect data from senior and middle managers of Haier and its business partners.

The authors found that Haier’s servitization journey includes three stages (i.e. product-oriented solution, integrated solution and smart connected solutions) that evolve in the target of the services and the digital components of the solutions. Haier has also developed three types of platforms (i.e. service platform, supply chain platform and platform ecosystem) to support the implementation of servitization. The empirical evidence reveals that platforms can address the complexities that emerged when Haier implements the different stages of servitization as well as enable Haier to transition from one stage of servitization to the next.

This study enhances the current understanding of the evolution of servitization and the roles of digital technologies in the transition between the stages of servitization. It also provides empirical evidence regarding how the platform approach enables the development of servitization. By clarifying the interplay between servitization and platforms, this study provides guidelines for managers on how to develop platforms to both advance and benefit from servitization.

The purpose of this paper is to study service innovation in product companies (servitization) by considering the relationship (moderation) between product companies and service suppliers.

Using a relational view of the firm, the authors propose that there are three main business dimensions that product companies have to manage in servitization and that the support of service suppliers can moderate the effects of these dimensions on the benefits obtained from the product–service system (PSS) delivered. To test these hypotheses, the authors perform a cross-sectional quantitative survey in 104 Brazilian and Italian product companies.

The findings show that the three business dimensions are important for servitization while there is a trade-off decision regarding service suppliers’ support since suppliers act differently depending on the PSS orientation (product- or service-oriented).

The work is limited to the analysis of what should change in a company during servitization and the impact of supplier’s support. Further research is needed to complement this study by analyzing the process and context of the organizational change.

The research contributes an understanding about how the benefits practitioners can obtain from servitization are strongly influenced by the support of service suppliers and how this influence depends on the PSS orientation of the product company.

This is one of the first quantitative studies to provide evidence of how service suppliers’ involvement affects different servitization business dimensions and the obtained benefits for both product- and service-oriented outputs.

The purpose of this paper is to examine what kinds of capabilities are required by process industry companies as they move toward servitization. The authors proceed in two steps. First, the authors explore the capabilities needed in servitization with a qualitative multiple case study. Second, the authors link the identified capabilities to the servitization steps that were derived from prior literature.

Based on earlier servitization literature, the authors build a five-step servitization model for industrial companies. Then, drawing on the empirical study consisting of three focus group sessions with three case companies and 20 interviews in 14 case companies, the authors identify 14 servitization capabilities and link them to the servitization steps.

The study reveals how dynamic capabilities are required in servitization. In contrast to operational capabilities, which are geared toward enabling firms to make a living in the present, dynamic capabilities extend or modify operational capabilities in response to market changes. Based on the empirical study, the authors were able to identify dynamic capabilities for all five steps of servitization: identification of current services and customer needs, determination of a service strategy, creation of new business models and pricing logics, improvements in capabilities, and, ultimately, management services as a separate function.

The current study is exploratory in nature and the number of empirical observations is limited to 14 industrial companies operating in the process industry.

Most importantly, in servitization, companies need dynamic capabilities to transform their operating capabilities in sales and marketing as well as in quantifying and communicating the value created for customers.

The study is the first one to make a link between the capabilities needed and the various stages of servitization and also the first to study the specific context of process industry companies.

Elder German grocery shoppers are a growing, heterogeneous, and highly relevant and attractive, but under-researched market segment. In order to understand them and their grocery shopping motivations better and target them efficiently and effectively, the purpose of this paper is to identify dimensions of their shopping motivations and segment them based on these dimensions.

In total, 26 grocery store-choice criteria were identified in a thorough literature review and focus-group interviews with 36 elder German consumers aged 65 and older. In a subsequent survey, the importance of these criteria was rated by 1,288 German shoppers of the same age group. A principal component and cluster analysis were performed to identify dimensions of store-choice criteria and segments of elder German grocery shoppers. Multivariate analysis of variance, analysis of variance and discriminant analysis were used to test for statistically significant differences between the clusters.

Basic quality considerations, shopping experience and social interaction, service and assistance, price consciousness, product orientation, convenient location and quick service and packaging requirements influence the grocery store choice of elder German consumers in decreasing order of variance explained. The cluster analysis revealed indifferent, leisure, convenience, assistance-oriented, no frills, product-oriented and service-oriented elder German shoppers, which differ in their shopping motivations statistically and significantly. These clusters are described and contrasted in detail to derive managerial implications.

This research provides the first store-choice component analysis and cluster analysis for elder German grocery shoppers. This can help food retail to reach this attractive target group more efficiently and effectively and improve the food supply of elder German consumers.

Research suggests that to structure for servitization, organizations should separate their front- and back-end units by reference to high vs low contact activities. However, these prescriptions are overly simplistic and largely based on anecdotal evidence that fails to account for context. The purpose of this paper is to explore the design decisions taken by organizations in support of servitization.

A large-scale exploratory case study was conducted, consisting of embedded cases in three divisions of a UK-based, global manufacturing firm.

Each division provided different combinations of offerings (i.e. product-, use- and result-oriented). The findings suggest that front-end/back-end configurations differ according to the offering and can exist concurrently within the same organization, challenging the assumption that different configurations within an organization are not possible. The findings show that underlying contextual factors, such as the complexity and temporality of the offering, as well as the power of the customer, have implications for the structuring of servitizing organizations.

This is a context-specific, qualitative case study conducted within a large original equipment manufacturer, yet the findings are analytically generalized.

In identifying the relevance of different design decisions in terms of customer contact, decoupling of activities and grouping of employees, the findings challenge the extant view that organizations simply split activities between the front- and back-end functions. The research identifies an additional design configuration – integrated project teams – involving a dominant customer dictating organizational interfaces. This research exposes the need for further investigation into how to organize for servitization in project-based contexts.